Divya Gupta

Lecturer
Amity University
Noida

MODULE I: THE EVENT AND

CONFERENCE BUSINESS
 Introduction to events & conference
 The market demand for event & conference
 The event business supply & suppliers
 Social, economic, political and developmental
implications
Definition

“An event is a live-multimedia package carried

out with a preconceived concept, customized
or modified to achieve the clients objectives
of reaching out and suitably influencing the
sharply defined, specially gathered target
audience by providing a complete sensual
experience and an avenue for two-way
interaction”
Objectives of Events

 Leisure events
 Cultural events
 Organizational events
 Personal events
Event Characteristics

 Uniqueness
 Intangibility
 Rituals
 Personal interactions
 Time scale
Types of Events

 Event linked to Product Launch

 Company Market Entry
 Brand Extension
 Dealer Conference
 Anniversary celebrations
 Entertainment
 Religion
 Community Event
ELEMENTS OF EVENTS

 Event infrastructure,
 Target audience,
 Clients,
 Event organizers,
 Venue and
 Media.
Event Designing

 Conceptualization of the creative idea/ambience

 Costing involves calculation of the cost of
production and safety margins
 Canvassing for sponsors, customers and
networking components
 Customization of the event according to brand
personality, budgets, etc.
 Carrying-out involves execution of the event
according to the final concept
Event as a marketing tool
Brand Building
 Creating Awareness About the Launch of New
Brands/Products
 Presentation of Brand Description to Highlight the
Added Features of Product /Service
 Helping in Rejuvenating Brands during the Different
Stages of the Product Life Cycle
 Helping in communicating the repositioning of
brands/products.
 Associating the brand personality of clients with the
personality of target market
 Creating and maintaining brand identity
 Image building
Relationship Building

 Giving relationship management a proactive feel

 Helps in reducing the cognitive dissonance
 Creating a forum for bringing together key
corporate influencers, decision makers and
businessmen
 Creating a forum for career match making
Skills Needed as
-- event manager
Analytical/Critical thinking and
problem solving
Client/Customer service orientation -
Good negotiation skills
Ability to work under pressure and
meet deadlines
Teamwork, facilitation and co-
operation
Planning, co-ordination and
organization
Good networking skills